So why am I up here talking about Google? Well I joined Google in 2002 when there were fewer than 500 employees. Here’s a picture of the original AdWords crew with a few famous faces you might recognize… There’s Sheryl Sandberg, today COO of Facebook; there’s Al Gore, a Google advisor and almost President of the US and then most important of all, of course there’s me 

Let’s talk about Android a bit more. Granted this was an acquisition and not a home grown product but it was after it came to Google that it really took off and became the most widely used mobile OS. It’s an open OS and can be freely used and modified by anyone who wishes. And that may sound risky: Facebook’s Home App built for Android basically takes over the whole OS and hides Google’s functions as much as possible; Amazon’s Kindle is a modified version of Android where most Google apps are not even allowed to be installed and all apps must be approved by Amazon. That sounds like Google getting the raw end of the deal, right?But what’s more important is that Google’s philosophy about openenness makes for a better user experience and it forces Google to be competitive. If the Kindle is better than the Google tablet, then Google’s teams will be more likely to work hard at making theirs better. In a closed system, where users are largely locked in, that incentive to remain on the cutting edge is not present as much… after all, even if the features of the next release are not that compelling, users won’t leave because they can’t. It’s only over a long time that the negative effects are felt but by the time you realize your products suck, it’s too late and the company is on life support.How do you stay innovative as a company? One way is to be open. When others can adapt what you do, when consumers are one click from switching, it forces a company to be innovative or die.

Google’s founders think big, hairy audacious goals. Here’s one that Sergey is particularly fond of: a space elevator. It’s basically a tether connected on one end to earth, on the other to a satellite, and then it uses earth’s rotation to keep the cable tout. That cable can be used to run an elevator up and down. Sergey once joked that if this worked, packages could be delivered in a completely new way were they could be launched at people’s back yards from space rather than sitting on a UPS truck. Sounds crazy right… well their job is to separate crazy from crazy, but maybe just feasible…

And that’s where Google X comes into play. This is Google’s Skunkworks. Their original goal was to work on things that may be commercially viable in 50-150 years. What we’ve seen so far is already much closer to reality: from Google Glass to Google Chauffeur, their self driving car. Both of these would revolutionize wearable computing and transportation.The latest project they announced would address the fact that the majority of humans have no reliable high speed internet, if they have any internet at all. And Google’s mission is to “Make all the world’s information universally accessible and useful”. So that’s where project Loon comes in. Let me show you a video that illustrates a big hairy audacious goal and how Google is working to make it a reality:

23.
Google Confidential and Proprietary 2323
Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Why does Google have quality score?
Google
Users
Advertisers
A
U
G
Quality score
is Google’s way of
balancing the interests
of all parties in the
online advertising
ecosystem.

25.
Google Confidential and Proprietary 2525
Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Optmyzr.com Optmyzr Proprietary and
Are Device Bid Modifiers Correct?
Cost and Conversions
Out Of Line

39.
Google Confidential and Proprietary 3939
Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX Google Confidential and Proprietary
Open is better than closed
•1,500,000+
• Android devices activated every day

40.
Google Confidential and Proprietary 4040
Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
What Are AdWords Scripts?
AW Scripts are pieces of JavaScript
code that are put into an AdWords
account where they can be scheduled
to run automatically on a predefined
schedule.

52.
Google Confidential and Proprietary 5252
Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
Smart Automation Leverages Your Team’s Knowledge
“Adding human judgment to
statistical methods makes results
roughly 15 percent more
accurate. And it’s even true in
chess: While the best computers
can now easily beat the best
humans, they can in turn be
beaten by humans aided by
computers.”

56.
Google Confidential and Proprietary 5656
Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
A Word Of Caution About Automation
“As long as the humans […]
understand what it is they are
controlling, we’re fine. It’s when
they become slaves to the
numbers that trouble breaks out.”
– Wired Magazine, January 2014

61.
Google Confidential and Proprietary 6161
Confidential and Proprietarywww.Optmyzr.com@Optmyzr #SMX
What Are AdWords Scripts?
AW Scripts are pieces of JavaScript
code that are put into an AdWords
account where they can be scheduled
to run automatically on a predefined
schedule.